It is understood that a range of agencies took part in the process, including OMD UK, as well as the digital agency Agenda21.

ZenithOptimedia won the RAC business as part of the Aviva account in January 2010, but the insurance giant sold RAC to the private-equity company The Carlyle Group in June 2011.

A spokesman for ZenithOptimedia declined to comment. A spokeswoman for Unique confirmed its appointment, while spokespeople for RAC and Mindshare had not responded to requests for comment by time of publication.

Bartle Bogle Hegarty picked up RAC’s ad account in August 2012 after a protracted pitch involving the incumbent, Rapier, as well as Grey, Rainey Kelly Campbell Roalfe/Y&R and Saatchi & Saatchi.

Rapier had worked on the RAC digital and direct marketing business since May 2011 and the advertising account since July 2011

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